Target Marketing’s Direct Marketing Glossary
/M: Per thousand.
/MM: Per million.
AA: Authors alterations, i.e., changes other than corrections made by a client after the proofing process has begun.
AOV (average order value): The average amount of each customer order.
Abandoned Call: When a caller hangs up before his or her call is answered by an agent.
Above the Fold: The part of an e-mail message or Web page that’s visible without scrolling.
Absorbency: The capacity a paper has for accepting liquids, like the inks or water used to run offset lithographic presses.
Accordion Fold: Parallel folds that opens like an accordion.
Acid-free Paper: Paper manufactured on a machine with the wet-end chemistry controlled to a neutral or slightly alkaline pH.
Affiliate: A marketing partner that promotes your products or services under a payment-on-results agreement.
Affinity: A logical connection between a mailer’s offer and the names/data on a list.
Alignment: The degree of agreement, conformance and consistency among organizational purpose, vision and values; structures, systems, and processes; and individual skills and behaviors.
Alternate Delivery: Methods of delivering direct mail or sample products to households without using the United States Postal Service.
Application Service Provider (ASP): A company that provides a Web-based service wherein the clients don’t have to install software on their own computers. All tasks are hosted or performed on the ASP’s servers.
Aqueous coating: A water-based coating applied after printing to give a gloss, dull or matte finish, and help prevent the ink from rubbing off.
Authentication: An automated process that verifies an e-mail sender’s identity.
Automatic Call Distributor (ACD): A programmable solution that automatically accepts calls, places those calls in a queue, distributes the calls to agents, plays “on-hold” announcements and offers reports on these activities.
Automation-compatible Mail: Mail that can be scanned and processed by automated mail processing equipment such as a barcode sorter.